Customers acquired via Twitter are worth 23 percent less, and Facebook brings in just barely average clients. But pay-per-click advertising brings in customers worth 46 percent more, and organic search brings in buyers who are worth a massive 54 percent more than your average customer.

When it comes to digital marketing, you have two main avenues for promoting your business website: SEO and PPC. Although both are viable options for improving your Web presence and increasing the amount of traffic flowing into your site, the degree to which you’ll want to invest in each of these methods will vary based on your company’s unique needs and priorities.